Reach
Reach explained
Net avoids counting the same unit repeatedly within the defined scope. Gross contacts include repeated exposure. With compatible measures, average frequency can be calculated as contacts divided by net reach. That average does not show how unevenly contacts are distributed.
A platform account is not automatically a uniquely identified person. Systems may estimate reach, link devices or model shared use. These methods have assumptions and limits. Missing or unreportable values must not be treated as zero or as complete coverage.
Reach across channels or periods cannot simply be added: the same person may occur more than once. Combined net reach requires information or defensible assumptions about overlap. Potential audience size and follower counts are also different from measured campaign reach.
Planning should consider whether the right people are reached under suitable conditions. Complement reach with exposure distribution, context and an appropriate evaluation of the message. One universal ideal frequency cannot fit every task, format and period.
Examples
Hypothetical application
In a simplified example, channel A reaches 100 people and channel B reaches 80. If exactly 30 people belong to both groups under the same definition, combined net is 150. Without that overlap information, adding the figures to obtain 180 would not establish combined net reach.
Key Points
- State the unit, period and qualifying contact criterion.
- Distinguish net reach from repeated contacts.
- Account for channel overlap in combined figures.
Practical application
Check the unit and method in every report first. For combined plans, show overlaps and uncertainty openly. Then assess whether distribution, and context fit the communication task.
Useful measures
Net reach within a defined scope
State the unit, contact criterion and method, including estimates.
Exposure distribution
Show repeated contacts and their distribution rather than just an average.
Audience fit
Examine how well the reached groups fit the intended task.
Common mistakes
- Treating accounts, devices and people as equivalent without explanation.
- Adding channel or daily figures as net reach.
- Presenting exposure opportunities as proven attention or purchase impact.
Sources and context
- Google Campaign Manager 360: Reach reports
Reach measures, repeated exposure and non-additive figures.
- Google Campaign Manager 360: Unique reach methodology
Modelled reach, incomplete data and methodological limits.
Frequently Asked Questions about Reach
No. Impressions count deliveries under the relevant definition, including repetitions. Reach aims to represent distinct units within a specified scope.
Not directly into combined net reach. The same people can appear on several days. Overlap must be considered.
No. A recorded contact does not measure recall or awareness. Those questions require suitable additional research.
Related links
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